Marketing

Sipsmith only partners with people who already have a passion for gin and knowledge of the spirit.

How influencer marketing is buoying craft spirits brands

By Beth Newhart

Influencer marketing, paid posts and sponsored content have turned into a massive global market on social media platforms like Instagram. But its use with independent craft spirits brands is still in its infancy, poised for an explosion.

Confectionery brands can outlive sugar regulation, but must act now, says HeyHuman, a brand agency that has worked with Mondelēz. ©GettyImages/BlindTurtle

Guest article

Sweetening the pill - preparing for a sugar tax extension

By Neil Davidson, managing director of HeyHuman

Inaction is not an option for confectionery brands if they want to survive in an age of increased regulation on sugared products, writes Neil Davidson, managing director of brand agency HeyHuman.

© GettyImages

What is attracting rich Brits to hard discounters?

By Niamh Michail

High income households in the UK are just as likely to shop at hard discounters as lower income ones. But what is luring well-off consumers to the neon-lit aisles of Lidl and Aldi, and what does it mean for branded products?

©iStock/

EU Pledge vows to keep pace with kids’ food marketing

By Will Chu

Arla Foods’ has become the latest food manufacturer to join the EU Pledge - an initiative that promotes responsible food marketing to children that already boasts Nestlé, Unilever, Mondelez, Mars and Coca-Cola among its members. But with the Danish dairy...

©iStock/Tashatuvango

Interview

How food innovators can leverage e-commerce to drive NPD

By Katy Askew

Food manufacturers are often unsure of how to integrate e-commerce objectives into their models but, when done right, it can be a boon for innovation, sales and marketing, Nick Kirby, Bridgethorne’s e-commerce director, tells FoodNavigator.

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